How can you coach sales without unconscious bias?

1 Recognize your own biases

The first step to coach sales without unconscious bias is to acknowledge that you have them. Everyone has some form of unconscious bias, whether it's based on age, gender, race, ethnicity, appearance, education, personality, or other factors. The key is to be aware of your own biases and how they might affect your coaching decisions and interactions. You can do this by taking online tests, such as the Implicit Association Test, or by reflecting on your past experiences and feedback. You can also ask for honest input from your peers, mentors, or coaches on how you can improve your awareness and reduce your bias.

2 Use objective data and criteria

The second step to coach sales without unconscious bias is to use objective data and criteria to assess your sales reps' performance and potential. Instead of relying on your gut feelings, impressions, or preferences, use metrics, goals, and standards that are clear, measurable, and relevant. For example, you can use sales quotas, conversion rates, customer satisfaction scores, or other indicators that reflect your sales reps' achievements and challenges. You can also use competency models, rubrics, or checklists that define the skills, behaviors, and attitudes that you expect from your sales reps and that align with your company's values and vision.

3 Provide balanced and specific feedback

The third step to coach sales without unconscious bias is to provide balanced and specific feedback to your sales reps. Balanced feedback means that you acknowledge both the strengths and the areas of improvement of your sales reps, and that you avoid focusing on only one aspect or exaggerating or minimizing the impact of their actions. Specific feedback means that you give concrete examples, facts, and evidence to support your feedback, and that you avoid vague, general, or personal comments that can be interpreted differently or inaccurately. For example, instead of saying "You did a great job on that call", you can say "You did a great job on that call by asking open-ended questions, listening actively, and addressing the customer's objections".

4 Create a culture of inclusion and learning

The fourth step to coach sales without unconscious bias is to create a culture of inclusion and learning in your sales team. Inclusion means that you respect, value, and celebrate the diversity of your sales reps, and that you create a safe and supportive environment where they can express their opinions, ideas, and feedback without fear of judgment or retaliation. Learning means that you encourage, facilitate, and model continuous improvement, curiosity, and collaboration in your sales team, and that you provide them with the resources, opportunities, and guidance they need to grow and succeed. For example, you can create a culture of inclusion and learning by promoting team-building activities, sharing best practices, offering mentoring or peer coaching, and celebrating wins and learning from failures.

By following these four steps, you can coach sales without unconscious bias and create a more effective, engaged, and diverse sales team. Coaching without unconscious bias can help you improve your sales reps' performance, motivation, and retention, as well as your own credibility, trust, and reputation as a sales leader.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?